An experimental test of cause-related marketing and charitable giving

被引：0
|
作者：
Murphy, James J. [1 ]
Conlin, Molly [1 ]
Haugstad, Bryan [1 ]
机构：
[1] Univ Alaska Anchorage, Dept Econ, Anchorage, AK 99508 USA
来源：
OXFORD ECONOMIC PAPERS-NEW SERIES | 2023年 / 75卷 / 04期
关键词：
C93; D64; D9; H41; CORPORATE SOCIAL-RESPONSIBILITY; CONSUMER PERCEPTIONS; CAUSE FIT; DONATION; ALTRUISM; DEMAND; PRICE; SIZE; PAY;
D O I：
10.1093/oep/gpad019
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
We conducted a natural field experiment at a local toy store in Anchorage, Alaska to estimate the effect on consumer behavior when the firm's charitable donation is conditional on the total dollar amount of the individual transaction. Results suggest that the donation offer resulted in a modest increase in both the share of transactions exceeding the minimum amount needed to qualify for the donation and sales revenue.
引用
收藏
页码：890 / 901
页数：12
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